By: E&P Staff Newspaper Agency Corp., agent for Salt Lake City's jointly operated dailies, extended its contract to double the ad volume it is licensed to deliver through AdManager, from Accipiter Solutions Inc. NAC has used AdManager since 1998 to manage online advertising for The Salt Lake Tribune and Deseret Morning News. NAC depends on AdManager to serve nearly 70 million targeted ads per month.
NAC's New Media Web Development and Production team selected AdManager to help serve targeted online ad campaigns because it provides technology that can grow as needs change, according to NAC Web Production Manager John Kunze. "AdManager has the flexibility to give us as little or as much control as we require," he said.
Besides basic ad management, NAC uses AdManager to serve ads based on context-sensitive keyword searches and content. For example, a user visiting a page about car shopping or searching on the word "cars" is served ads with relevant content. AdManager also offers real-time reporting and inventory projections.
Based in Raleigh, N.C., Accipiter has over 300 customers in 26 countries. For ad management, it offers a site-side software solution, AdManager V7, and a hosted, outsourced solution, AdBureau.
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